For most business coaches and corporate trainers, auditing their online content is a critical part of each year’s strategy and campaigns. A content audit clarifies what’s working for your brand, what’s harming your business goals, and where new opportunities present themselves. As we head into 2020, a content marketing audit is even more necessary than all other previous years.
Let’s face it, 2020 has been a global clusterf*. Sorry, mind my tongue. I mean, snafu. The economic restrictions squeezed most businesses tighter than an anaconda.
The good news is, most countries are opening up once more. Businesses are dusting off and rising again. According to a report published by BBC Worklife, millions of people worldwide will be changing how they work. A report by Deloitte indicates virtual training and work-from-home models will forever change our professional interactions.
Most people sense that things will never be the same again, even though no one knows how things will change. However, all indications point to the fact that corporate trainers will be at the head of these workplace migrations. People will have to learn new ways to work with each other, and coaches will have to step in and lead the way.
The question is, as a coach, are you ready for the post-COVID19 new normal that’s coming up in 2021? Is your content marketing optimized for a new type of lead nurturing?
Why Consultants Need a Content Marketing Audit
Does your online content reflect your post-COVID readiness? According to industry week, businesses are likely to start replacing old employees, hiring new staff, or retraining existing ones. Many companies across the world will prefer to increase the number of work-from-home employees and reduce office staff. New training opportunities are presenting themselves, and not many trainers seem prepared or equipped.
Are you one of those executive trainers or business consultants brimming with ideas and enthusiasm for the New Year? Then it’s time to take stock of your online assets and position yourself as the go-to trainer of choice.
Remember, some of what has been working in the past may not pass muster in the new normal. This year-end’s content audit might be a little different from all previous audits.
With many company operations going online, so will corporate training. Content marketing is likely to increase in importance as an inbound marketing strategy for executive coaches, keynote speakers, and management trainers. Before you move forward and start building your 2021 customer acquisition strategy, you must step back and audit your 2020 content.
A content audit involves analyzing your existing content and measure performance. You want to ensure that your old content was relevant, useful, and engaging before planning how to pivot into strategies that will work for the new normal. A content audit can guide coaches and consultants to:
- Determine what types of content have worked in the past.
- Decide what types of content to create next.
- Analyze where competitors are beating you.
- Track content metrics and increase content marketing ROI.
- Evaluate the value of collaboration efforts such as working with Inbound Biz Kit to create backlinking guest blogs.
- Plan a website redesign and set up URL redirects.
- Conduct reputation management efforts and solidify your industry authority.
- Plan your 2021 coaching & consultancy social media strategy
This post looks at the details executive coaches, business consultants, corporate trainers, and keynote speakers need to gather for their content marketing audit.
Audit Content Components
Executive coaches often appear in so many different publications as part of their annual tour. You probably featured in a few magazines run by companies you trained. Maybe you featured in a podcast or webinar interview or was a keynote speaker at a company event.
Also, you have content that you produced in-house or outsourced to freelance content marketers. Are you aware of all content about your brand? Some questions you may need to ponder:
- What type of content did your brand publish in 2020 and before?
- Who were the content creators and publishers?
- What did your content link to?
- What was the objective of each piece of content?
There are online tools for pulling the full list of URLs on your site and linking to your site. Some tools you can use to audit the details of your existing content include:
- Google Analytics
- XML Sitemaps
- Screaming fog
Use such web crawlers to analyze:
- Backlink values
- Content meta descriptions
- Content word count and length
- Keywords that rank
- On-page data such as lists of H1 and H2 headings
- New keyword suggestions
Tag and Categorize Content
Is the content on your website and your other web properties organized? Once you have a list of all URLs on your, describe each according to the following attributes:
Target audience: Do you have buyer personas for your target audience? Group your content based on which buyer personas you’re targeting.
Marketing funnel: At what stage of your buyer’s journey does each content fall? Is the content targeting viewers at the awareness stage or the decision-making stage?
Topic: What is the topic for each type of content? What are the target keywords and secondary keywords? Is it an educational post or a sales page for your coaching services? Come up with a few broad but relevant categories and assign each piece to at least one category.
Relevance: Is your content dated or evergreen? For 2021, you may have to ask yourself if each piece of content is adaptable to the post-COVID new normal. You may want to update some dated content or even delete some completely.
SEO Analysis: Does each piece of online content contain relevant SEO details? Some optimization details include primary keywords, title tags, internal links, image alt text, and H1/H2 headings.
Visual content: Does each post contain relevant visual content? Include photos, graphs, charts, videos, and infographics to enhance your message.
Analyze Performance Metrics
How did your content perform in 2019 and 2020? The success of your content marketing strategy depends on the goals you had set in previous years. Here are a few metrics to measure your existing content’s performance.
- Engagement e.g. comments
- Page rank in search engines
- Backlinks (number of backlinks and domain authority values)
- Social shares
- Page authority
What’s Next After Post-COVID Content Audit?
Congratulations. You now know all about your brand’s online presence. You track your content’s performance and are clear on which types of content bring you the highest value. You are aware of content creators and publishers who have mentioned your brand and people who have engaged with your content.
Based on your data, you can now decide your content marketing strategy for 2021 and beyond. For each content in your current arsenal, you have one of three options. You either retain, remove, or improve. Here are a few directions you can take for marketing your coaching or consultancy business.
- Re-optimize marketing content for new keywords.
- Update old content to reflect new realities.
- Get rid of redundant, outdated, or trivial (ROT) content. Delete old content that no longer holds value for your brand.
- Archive valuable but outdated content. For instance, archive content about speaking events that you held for companies no longer part of your target market.
- Start an ad campaign. For example, you can start a PPC campaign or use Facebook ads.
Now that you have a better understanding of what works and what doesn’t, you’ll want to improve your marketing ROI. Partner with a content strategist who works specifically with executive coaches, keynote speakers, business consultants, and corporate trainers. Work with Inbound Biz Kit to rank for specific keywords, build authority, and earn backlinks from relevant authority websites.